Who's it for: Fiveight/Turtle Beach by Droga5 and Goodoil Sydney
Why we like it: Tricking viewers, journos and even actors in an effort to drum up some interest in a new campaign is a pretty risky strategy. It can also be very rewarding if it works, but when the online teaser vid was launched late last year it took a bit of a PR hammering and very few got to see the twist to the tale. That's disappointing, because we think showing an overly cocky gamer filling his pants in a 'warzone' is a pretty good way to bring the 'gamers want it real, but not that real' slogan to life.
Who's it for: BNZ by Sugar
Why we like it: Explaining mortgages to thickos is a difficult task. So pointing viewers in the direction of an online calculator and using the old series of unfortunate, unexpected and expensive events theme seems like a pretty good way to do it. Plus, it's got a dog in a cast.